| Optimizing your website for the 'traditional' | | | | ofyour search terms. They should "speak" directly |
| searchengines can be a daunting task, and one | | | | to thetype of visitor you're catering to. For |
| that many peopleare either unable or unwilling to | | | | instance, ifyou sell a variety of golf clubs, you |
| attempt. Fortunately,pay-per-click search engines | | | | might bid on |
| (PPC SEs) allow us to specifyexactly what key | | | | "used golf club", "discount golf club", and "ladiesgolf |
| phrases we want to be listed under -- fora price. | | | | club". Use each of these terms in the title |
| In brief, you simply "bid" on the key phrases you | | | | anddescription to help catch the prospect's |
| want. | | | | attention. |
| Your bid indicates how much you're willing to pay | | | | __5. Send the Visitor Directly to a "Sales" Page. |
| for aclick on your link - in other words, every | | | | Instead of linking to your home page where the |
| time someoneclicks your link, you pay 10 cents or | | | | visitormay be presented with a variety of |
| whatever you bidon that particular search term. | | | | choices, link to apage which asks the visitor to |
| The highest bidder getsplaced at the top of the | | | | complete just one action. |
| search results, the secondhighest bidder gets the | | | | That doesn't necessarily mean you have to send |
| next listing, and so on. It'sa quick way to get | | | | them toa page where they're asked to make a |
| exactly the search terms you want. | | | | purchase; you canalso direct visitors to your |
| Obviously you want to maximize the | | | | newsletter subscriptionpage, or a page where |
| effectiveness of yourpay-per-click campaign since | | | | they're asked to answer a survey. |
| you're paying for traffic! | | | | __6. Consider Using the Smaller PPC SEs. |
| Here are a few tips to get you started: | | | | Overture is the best-known and most popular of |
| __1. Know Your Website's Conversion Rate. | | | | thepay-per-click search engines. However, you can |
| What percentage of unique visitors to your | | | | stillbenefit from the smaller ones as well, such as |
| websiteactually make a purchase? For instance, a | | | | 7Searchor FindWhat. Even though you may not |
| website thatmakes 1 sale for every 100 visitors | | | | get the same amountof traffic as you would |
| has a conversionrate of 1%. | | | | from Overture, your money isn't |
| Although the quality of visitors you get from a | | | | "wasted" since you still only pay for actual clicks |
| pay-per-click search engine may be higher or | | | | onyour link. In fact, the bids are usually far lower |
| lower than what younormally get through other | | | | onthe smaller PPC SEs. Take advantage of the |
| marketing means, knowing your | | | | cheapertraffic. |
| CR will give you a "baseline" to help determine | | | | __7. Find the Bid Position that Offers the Best |
| how highyou're willing to bid. | | | | Value. |
| For example, let's say your conversion rate is 1%. | | | | Many people try to get the #1 listing for their |
| Basedon this, you need 100 clicks on your link to | | | | searchphrase. While the links in the top three |
| make 1 sale. | | | | positions mayget the most traffic, you can still |
| That's $10 if your bid is 10 cents/click. Figure | | | | get good trafficfrom links on the first few pages. |
| outwhether or not your profit margin is | | | | Some people evenargue that these visitors are |
| sufficiently highenough to justify the cost. If so, | | | | more qualified -- theytook the time to read your |
| are you willing togo spend even more to get your | | | | link and are interested inwhat you have to offer. |
| link displayed higher inthe search results and | | | | They didn't just click yourlink because it happened |
| possibly generate more clicks andsales? Will the | | | | to be the first one. |
| additional sales justify the extra cost? | | | | Another thing to watch for are "bid gaps". As an |
| __2. Target the RIGHT Key Phrases. | | | | example,at the time of writing, Overture shows |
| The goal is to drive traffic and sales to your | | | | the following bidsfor the search phrase "golf clubs": |
| website. | | | | Position #1 - 54 cents/click |
| Choosing the right key phrases is therefore | | | | Position #2 - 50 cents/click |
| critical: ifyou choose a search term that no one | | | | Position #3 - 41 cents/click |
| uses, you won't getany traffic. If you choose the | | | | Positions #4 and #5 - 40 cents/click |
| wrong key phrase you mayend up with visitors | | | | Position #6 - 33 cents/click |
| who aren't really interested inyour products and | | | | Most of the above bids are separated by several |
| services. Use Overture's Search Term | | | | centsper click... if you wanted position #3, you |
| Suggestion Tool to help you research the | | | | could bid |
| appropriatekey phrases for your business: | | | | 42 cents (be sure to read the bids above AND |
| __3. Qualify the Visitor Before He Clicks On Your | | | | below theposition you want... otherwise, in this |
| Link. | | | | example youcould end up paying 49 cents/click |
| You pay every time someone clicks your link, so | | | | for position #3!). |
| makesure he's a qualified visitor! Make good use | | | | However, position #6 is available for a mere 34 |
| of yourtitle and description to encourage visitors | | | | cents. |
| who arespecifically looking for a product or | | | | That may not seem like much when you're just |
| service like yours,while discouraging people who | | | | looking ata single click, but that's a difference of |
| are "just curious". | | | | $8 for every |
| For instance, you may sell professional website | | | | 100 clicks! Your savings can add up quickly. You |
| templates | | | | haveto decide whether the extra cost is worth |
| -- but some people are only interested in fr^e | | | | being higherup in the search results. |
| templatesthey can use for personal websites or | | | | Pay-per-click search engines may not be the |
| small projects. | | | | cheapest wayto promote your online business, |
| These are the people you *don't* want to | | | | but they can be a veryeffective part of your |
| attract. | | | | overall marketing plan. Rememberthat it's not how |
| __4. Spend Time Writing Good Titles and | | | | much you spend that's so important,but rather |
| Descriptions. | | | | how much return you get on your investment! |
| Create titles and descriptions specifically for each | | | | |